BBC World News interviews Jan van den Ende

Companies that design radically new products for aesthetics, for an emotional experience or to suit the identity of the user, are better off not asking customers for their opinions – that was the outcome of research done by RSM’s Professor Jan van den Ende. He was interviewed about it by BBC World Newson 2 November 2018. Watch Prof. Van den Ende explain to the BBC’s massive global audience how customer input in the design process of new products is valuable when it concerns the functionality, and how customers don't know what they want when it's not about functionality.


Also watch the Discovery video about Prof. Jan van den Ende's research below.

Video content:

Read the original Discovery article on Prof. Jan van den Ende's research here, and the research paper here: Candi, M, Van den Ende, J. & Gemser, G. (2015). Benefits of Customer Codevelopment of New Products: The Moderating Effects of Utilitarian and Hedonic Radicalness. Journal of Product Innovation Management. Volume 33, Issue 4. July 2016. Pages 418-434.

Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s top 10 business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become critical, creative, caring and collaborative thinkers and doers. Study information and activities for future students, executives and alumni are also organised from the RSM office in Chengdu, China.

For more information about RSM or this release, please contact Ivo Martijn, Media Officer for RSM, on +31 10 408 2028, or by email at

Share this article: